Finding mindful activities as a relief from the stresses and information overload of modern life is emerging as something of a theme in 2020: already we've seen ads from Audible telling us to take refuge in audiobooks and the National Trust encouraging us to find our calm in nature.
Now a spot from U.K. movie theater chain Vue informs us of another way to remain focused and centered—by heading to the cinema.
The spot is narrated by "Star Wars" actor John Boyega, and features a cameo from him as well as from Ridley Scott (it's actually directed byhis son Jake Scott, via RSA, for creative agency Joint London). In it, we see people going about their lives glued to their phones, photographing their every activity while Boyega tell us that "stories" can be "broadcast to the whole world from the palm of your hand."
As we see people watching these tales on TV, tablets and phones, the message soon becomes clear—it isn't just about the power of stories—it's about the impact of viewing them on the big screen. Martin Scorsese would definitely approve.
The first ever brand film for Vue, it's rolling out across social media and OOH during January, a key month for cinema viewing in the U.K.
"It’s never been more important to find time to switch off from the incessant distractions of the modern world—and to get lost in a great story," Jake Scott commented in a statement. "I really believe in the power of cinema and the collective experience and so do Vue. They offer a sanctuary from the modern world: a place to enjoy great stories told by brilliant filmmakers.”